DJ Lady Saw wears 'Brand Jamaica' at
a video shoot for 'Loser' at the National Stadium.
Alicia Roache, Staff Reporter
THE COLOUR
combination black, green and gold has
special significance to Jamaicans. Yet they have never been as popular or as fashionable as in the past year or so.
The trend to 'wear Jamaican' may have had its beginnings as the Reggae Boyz gathered momentum in their quest to reach the World Cup finals in 1998. At that time, the colours were a sign of support and
solidarity with the team
whenever they played locally and internationally. Additionally, global athletic brand Puma's use of the colours of the Jamaican flag on its products has given 'brand Jamaica' more exposure and more popularity in fashion, both in the local and international marketplaces.
BENEFACTOR
One must note, however, that Puma's interest in 'brand Jamaica' was not just as a viable business venture, but as
benefactor. The athletics goods company sponsored the Jamaican track and field team to the 2004 Olympics in Athens, Greece. While the value of the sponsorship could not be readily determined up to press time, the black, green and gold Puma wear was visible every time a Jamaican athlete took
centrestage in Athens.
In addition, Puma teamed with VP Records, which handles products from some of Jamaica's top dancehall and reggae acts, to produce a combination of sports, fashion and lifestyle with a clothing line which features
the Jamaican colours. With
endorsements by deejays Sean Paul, Elephant Man, Assassin, Lady Saw and Ce'Cile, the black, green and gold got celebrity endorsements both locally and internationally. Jamaican brand name Cooyah also promotes the colours on their designs. From the Reggae Boyz' shirts to the '876' area code, 'Brand Jamaica' gets
promoted.
CUMULATIVE EFFECT
The cumulative effect of the gradual exposure is evident today on the bodies of Jamaicans, on the racks of
sporting goods stores and on
the arms and hangers of roadside vendors.
"Mi decide to work with the Jamaican programme as an entertainer because the culture is a popular culture all over the world," says deejay Assassin. According to Assassin, Jamaica's culture is so dominant abroad, that visits to places like Germany often engender feelings of national pride when the
recognition and the response is good. "The culture is already colourful in itself the music, the sports. When you see a small nation like Jamaica going to the Olympics, the World Cup, things like that help with the popularity of the colours," he observed.
The popularity is no overseas fluke. Along the Spanish Town bypass, near the Old Harbour roundabout, there is an eye-catching mini shrine to things The popularity is no overseas fluke. Along the Spanish Town bypass, near the Old Harbour roundabout, there is an eye-catching mini-shrine to things Jamaican. The most noticeable
is the long line of towels, all
representing some aspect of 'Jamaica', the pictures of the women, the 'weed' and of course, the black, green and
gold colours. Kevin Johnson, the
vendor, has made a business of the current trend towards 'Brand Jamaica'. According to Johnson, every day tourists and 'regular' Jamaicans stop to purchase
'souvenir' towels in black, green and gold, at $1,000 each. The black, green and gold towels, he says, are the most popular items, more than even the red, green and gold towels. "I feel like a di colour strike dem eye," he explains.
Even small vendors like
Leroy Dacosta have come to realise the importance of 'Brand Jamaica'. Leroy was one of the many vendors selling black, green and gold armbands, headbands and belts at the National Stadium on Wednesday before the start of the World Cup
qualifying match against El Salvador. "Every match mi come mi sell off," he says.
On Wednesday, however, he admits the sales were slow. Leroy attributed this to the
presence of the police, who he said prevented him from selling his wares. However, as the scores of supporters hurried inside the stadium, it was evident that almost everyone already had their black, green and gold
outfits and accessories. Jamaicans, it seemed, already had 'Jamaica' in their wardrobe.
Leroy was wearing a yellow jersey trimmed with green and black. He says he wears his
jersey as a sign of support for the team when they play, whether locally or overseas. "Mi wear it otherwise when di Reggae Boyz dem ago play fi mek di people dem know seh a football match a gwaan," he says.
Assassin reports a similar trend towards patriotism where there are many Jamaicans living overseas. According to the
deejay, on one visit to England for a Jamaica vs. England match, he noticed that "Every Jamaican, even if they do not go to the match, they wears the colours."
But others say they wear the colours as more than a signal of national pride. "I definitely wear the yellow and the green," said 21-year-old university student Ramona Eubank, while standing outside the stadium on Wednesday. "The green is my favourite colour, so definitely I would wear it outside of a match situation," she said.
PATRIOTISM OR FASHION?
But is this celebration of Jamaican colours a sign of renewed patriotism or a mere fashion trend? "I think it's
patriotism," says Ramona. "I think people buy the Puma clothes just because it represents us, the colours," she argued.
Richard McLeish, another El Salvador match patron, concurs. McLeish was wearing a dark green shirt with the word 'Jamaica' emblazoned in black across the chest. According to him, clothes that depict his 'Jamaicaness' have become a part of his 'everyday' wardrobe. "Di colours look good," he says. "Mi love mi colours and mi love mi country." Kamilah Maxwell, however, believes that the
interest in Jamaican colours comes from "both fashion and patriotism". According to Kamilah, the 'quality' of the products, the association with
the local entertainers and the 'Jamaicaness' have all
contributed to the popularity of brand Jamaica.
PROMOTING JAMAICAN CULTURE
Assassin believes, however, that more entertainers need to become a part of promoting Jamaican culture through
clothing. 'It's ridiculous when most artistes look at BET to see what the most popular artistes are wearing. It's sad to know that as entertainers a lot of people are not willing to be original and succumb to the First World type of culture that they see on BET and MTV," he argued. "Nothing is wrong with being Jamaican and nothing is wrong with doing your own thing," he said.
Many Jamaicans will get a chance to wear their colours this Heroes weekend. With a host of entertainment options celebrating Jamaica's heritage on across the island, black, green and gold will be the dress of choice at many such functions. From secular to religious, Ocho Rios to Kingston, Euphoria to High Prayz, show promoters are encouraging people to wear Jamaican colours, black, green and gold.
And, based on the trend to fashion from the flag, they will.
